The Valentine
1015 E. Clay Street
Richmond VA 23219-1527
Mission Statement


The mission of the Valentine is to engage, educate, and challenge a diverse audience by collecting, preserving, and interpreting Richmond’s history.
The vision of the Valentine is to be recognized as the premier source for experiencing Richmond’s history – using its past to inform the present, and to shape the future.
CEO/Executive Director Mr. William J. Martin
Board Chair Mr. Charles N. Whitaker
Board Chair Company Affiliation Altria
Contact Information
Address 1015 E. Clay Street
Richmond, VA 232191527
Telephone 804 649-0711
Fax 804 643-3510
History and Background
Year of Incorporation 1925
Financial Summary
Projected Revenue $2,065,034.00
Projected Expenses $2,065,034.00


The mission of the Valentine is to engage, educate, and challenge a diverse audience by collecting, preserving, and interpreting Richmond’s history.
The vision of the Valentine is to be recognized as the premier source for experiencing Richmond’s history – using its past to inform the present, and to shape the future.


"The Valentine"
We are now simply the Valentine. In fewer than six months, we completed a re-branding study and implemented a new logo and brand identity.
Completion of museum renovation (while remaining open!)
We executed a complex renovation of our public spaces, staying on time and on budget! We have new inviting spaces that open our building to the neighborhood and create an accessible and meaningful experience for all. 
Opening of "This is Richmond, Virginia"
This core exhibition is built around five major themes, allowing for regular rotation of objects from the Valentine's collection.
Opening of the Sara D. November Education Center
Since 1902, the Valentine has provided free programs for public school students in Richmond. Thanks to the generosity of Neil and Sara Belle November, we have a great new home for our school programs.
Merger with the Council for America's First Freedom
We are now the steward of the new First Freedom Center located at the corner of 14th and Cary streets.

Adoption of New Strategic Plan
The Board and staff have worked to create a new strategic plan for the Valentine that will address the changing environment within which its works, including demographic, cultural, technological and financial challenges. The Valentine's galleries closed to the public for 10 months in 2014 and reopened to the public in October 2014 with freshly renovated galleries, education center and museum store.
Completion of Campaign for the Richmond History Gallery
The creation of the gallery and the improvement of other public spaces are critical elements in the future development of the Valentine programming on Clay Street. This $7.5 million campaign will fund galleries, new exhibitions and programs and the continuing growth of the endowment.
Initiation of Exterior Capital Improvements
Already funded, major improvements were made to the public entrances to the Valentine. Parking lot and rear entrances were redesigned with the creation of a new public space and general improvements to aesthetics and functioning of the parking lot.


  • $80 provides interactive history programming for one class of students, at the museum or as outreach at their school. 
  • $80 also allows a class to take a walking tour or obtain a "step-on" guide for a Richmond history tour on a variety of relevant topics.
During the 2014-2015 school year, over 18,000 students benefited from our programs and tours.
  • $500 provides for the conservation and care of one item in our collection of 1.5 million objects and 1 million photographs.


  • Volunteer house docents are needed to give tours of the historic Wickham House.
  • Volunteers with library experience or costume and textile care experience are needed to help in both of those collections.
  • Volunteers are needed to help with administrative support across all departments of the Valentine.


  • New desktop computers are needed to replace aging computers in the Valentine.
  • The Valentine would like to add an interactive white board to the education center to allow additional teaching techniques in our programs.
  • Projectors and laptop notebooks are needed for presentations to senior groups. Programs to low income seniors are offered through partnerships with Senior Connections' Friendship Cafes and Senior Centers of Greater Richmond.

Founded in 1892 and opened in 1898, the Valentine Museum was the legacy of Mann S. Valentine II who made his collections available to the state and city in order to “preserve and accumulate objects of archaeology, anthropology, and other kindred art and to effect the publication of literary, historical, and scientific papers.” In 1941, the Board of Trustees added to the name of the Museum to the subtitle, “the Museum of the Life and History of Richmond.” Its collections have provided and will continue to provide primary source materials for interpreting the history of Richmond and Virginia.

In August 2000, the History Center acquired Historic Richmond Tours from the Historic Richmond Foundation, thus increasing visibility, and supporting the mission through tour offerings of historic Richmond. The Museum initiated an identity change in October 2000 for the institution to better reflect its role within the community. With a reputation as Richmond’s history center, the name was changed to Valentine Richmond History Center. The collections encompass photography, documents, manuscripts, ephemera, decorative and fine arts as well as the largest costume and textile collection in the South.
In 2014, the Valentine Richmond History Center changed its name back to the Valentine to revitalize the Valentine's public image along with its reopening after renovation. The Valentine developed a secondary brand at this time, "Richmond Stories," educating the community on the city's past and influencing the future.
As an urban museum, located in the heart of Richmond’s downtown, the Valentine has witnessed and influenced change in areas such as education and the promotion of community pride, while also serving as a conduit for change in the sensitive areas of racial and ethnic division. The unique strength of the Valentine lies in its ability to present and interpret an entire city’s culture through its exhibitions and public programs. With a growing metropolitan population of over 900,000, the Valentine constantly adapts the interpretation of this region’s history to ensure that it is accessible to a diverse population. From school children to senior citizens, the Valentine's educational programming is designed to stimulate learning of diverse audiences and at different levels.
The Valentine expands the understanding and appreciation of our city’s past through a variety of innovative school programs and tours designed to support the Virginia Department of Education’s Standards of Learning for History and Social Science. Since the early 1930s, the Valentine has partnered with area schools to provide children with enhanced learning opportunities. 
CEO Statement The Valentine, formerly the Valentine Richmond History Center, is unique among Richmond's museums and historical attractions because it is the only cultural organization dedicated to documenting Richmond's rich history and making it available to school children, adults, and scholars. Through responsible and proactive preservation, education, and leadership, the Valentine is home to Richmond's history.  Through stewardship of its historic Clay Street buildings and more than 1.7 million objects and photographs in its collection, The Valentine preserves the culture and life of the Richmond region.  The Valentine has also been committed to providing high quality educational experiences to the broadest possible audiences since its opening in 1898.  We also leverage numerous creative partnerships with like-minded organizations across the region to provide robust yet cost-effective programming.  Lastly, the Valentine is an active voice in the discussion about Richmond's past, present, and future and believes the city's rich history and historic resources will significantly impact the future.  
Board Chair Statement

The Valentine has been an important part of Richmond’s cultural landscape for over 100 years. As a result, it holds a special place in the hearts of many native Richmonders. 

 My involvement in the Valentine springs from my grandparents love of and dedication to the institution. As Board members and volunteers, they exposed two subsequent generations to many aspects of the institution’s operations from the collections and exhibitions, to Sally Bell's Kitchen and the Valentine Store. They instilled in us the importance of preserving and interpreting local history to the overall strength of a community.

Whereas native Richmonders have a fondness for the Valentine, a challenge for governance is involving non-natives in the mission of the institution. In addition, engaging fast growing minority populations and younger generations in the institution is a continuing challenge. 

A recently completed strategic planning process is proactively addressing these challenges head-on, which I am confident will steer the institution to relevance and leadership for future generations.

Areas of Service
Areas Served
Metro Richmond
Tri-cities Region
Richmond, City
Chesterfield County
Colonial Heights, City
Dinwiddie County
Goochland County
Hanover County
Henrico County
Hopewell, City
Powhatan County
Charles City County
New Kent County
The Valentine serves the entire Richmond Region.  Through outreach, school programs, and tours, the Valentine is able to reach areas beyond the City of Richmond.  For instance, the upcoming 2016 tour season includes bus tours that re-imagine Downtown and Northside, Southside, and the East End.
Board Chair
Board Chair Mr. Charles N. Whitaker
Company Affiliation Altria
Term July 2015 to June 2017
Board of Directors
Board Members
Mr. Turner A. Broughton Williams Mullen
Ms. Deborah W. Davis VCU Medical Center
Mrs. Monica Brinkley Davis WestRock
Mr. Steven A. DeLuca Capital One
Mr. Thomas E. Goode Wells Fargo
Mr. Bruce B. Gray GrayCo.
Mrs. Marjorie N. Grier Dominion
Mr. Gerald L. Hagen Jr.Goodman & Company, LLP
Dr. Ben Howerton retired
Mr. Bruce A. Kay Markel Corporation
Mr. Neil S. Kessler Troutman Sanders
Mr. Justin Knight Apple Hospitality Reit
Mr. H. Michael Ligon Universal Corporation
Sister Anne Marie Mack Bon Secours Health System, Inc.
Mr. Ivor Massey Jr.Association for the Preservation of Virginia Antiquities
Mrs. Beth P. Musick Thomson Reuters
Mr. David Shuford Dominion
Mr. Brooks M Smith Troutman Sanders
Ms. Helayne Spivak VCU Brand Center
Mr. John C. Stanchina Thomas Rutherfoord, Inc.
Mr. Alfred L. Stratford IIIRaymond James
Mr. J. Edward Ukrop Liftcare
Mr. Charles S. Valentine IIIEastlight Renewable Ventures
Mr. E. Massie Valentine Jr.Davenport and Co.
Mr. Scott R. Warren Warren Whitney
Mr. James L. Weinberg Hirschler Fleischer
Mrs. Marilyn H. West M.H. West & Company
Mr. Charles N. Whitaker Altria Client Services, Inc.
Mrs. Neely Winston Community Volunteer
Mrs. Elise H. Wright Community Volunteer
Board Demographics - Ethnicity
African American/Black 1
Asian American/Pacific Islander 0
Caucasian 29
Hispanic/Latino 0
Native American/American Indian 0
Other 0 0
Board Demographics - Gender
Male 21
Female 9
Board Meeting Attendance % 70
Written Conflict of Interest Policy? Yes
Percentage Making Monetary Contributions 100
Number of Full Board Meetings Annually 6
Standing Committees
Board Governance
Development / Fund Development / Fund Raising / Grant Writing / Major Gifts
Other Boards
The tables below contain information about other groups that advise this nonprofit on operations and projects.
Executive Director
Executive Director Mr. William J. Martin
1995-present      Director, Valentine Richmond History Center, Richmond, VA
1994-1995         Director of Public Affairs and Marketing, The Valentine Museum, Richmond, VA
1987-1994         Director, Tourism and Museums, City of Petersburg, VA
Professional and Community Service:
2001-2006               Member, Board of Directors, Richmond  Convention and Visitor's Bureau
1998-2005 & 2007- present    Chairman, Richmond Museum Directors
1998-present             Member, Board of Directors, Richmond Convention and Visitor's Bureau
1997-2000               Chairman, Richmond Arts and Cultural Funding Consortium 
1997-2006               Member, Hispanic Interpretation Committee, Richmond Riverfront Development Corporation
1997-present            Member, Board of Directors, Southeastern Museums Conference
1996-2004               Member, Board of Directors, 1708 Gallery
1996-2000               Member, Board of Directors, Southeastern Museums Conference
1996-2004            Member, Advisory Board, Department of Parks, Recreation and Tourism, Virginia Commonwealth University
1995-present         Member, James River Task Force
1995-present         Member, Dowtown Special Tax District Committee, Richmond Renaissance
1988-1998            Member, Board of Directors, Virginia Association of Museums (President 1994-98; Vice President/ Programs 1992-94)
1977-78         M.S., Public Administration, Virginia Polytechnic Institute and State University
1972-77          B.S., Urban Studies, Virginia Polytechnic Institute and State University
Former CEOs
Frank Jewell Jan 1984 - 1994
John Zehmer 1978 - 1983
Senior Staff
Mr. Jeff Aronowitz Director of Public Programs
Mr. Domenick Casuccio Director of PR and Marketing
Mrs. Meg Hughes Chief Curator; Curator of Archives
Mrs. Sarah M. Kim Deputy Director
Mrs. Donna Kolba Director of HR and Finance
Mrs. Haley McLaren Director of Development
Mr. Ken Myers Director of Operations & Capital Projects
Mrs. Kristen Stewart The Nathalie L. Klaus Curator of Costume & Textiles
Mr. David Voelkel Elise H. Wright Curator of General Collections
Full Time Staff 14
Part Time Staff 63
Volunteers 69
Contractors 0
Retention Rate 100
Organization has a Fundraising Plan? Yes
Organization has a Strategic Plan? Yes
Years Strategic Plan Considers 5
Date Strategic Plan Adopted Mar 2014
Management Succession Plan? No
Organization Policy and Procedures Yes
Nondiscrimination Policy Yes
Whistleblower Policy Yes
Document Destruction Policy Yes
Directors and Officers Insurance Policy Yes
The Valentine works with many corporate and non-profit partners including:  University of Richmond, VCU Health Systems, The Museum of the Confederacy, The Black History Museum, Sacred Heart Center, Sportsbackers, Historic Richmond Foundation, APVA Preservation Virginia, CultureWorks, and more.
Virginia Association of Museums2009
External Assessments and Accreditations
American Association of Museums - 10 Year Accreditation2010
The Valentine develops events and programs in partnership with local artists, businesses, restaurants and organizations in order to reach new audiences and maximize resources. These strategic partnerships have resulted in innovative programming that would have otherwise been impossible to produce as a single institution: a variety of city tours via foot, bus, bicycle, or with your dog; and a free annual holiday open house involving fourteen historic downtown sites.  The Valentine also reaches out to the community through events like Richmond History Makers, now in its twelfth year, in partnership with Leadership Metro Richmond, which honors ordinary people doing extraordinary things in the region and the Future of Richmond’s Past, which is a collaboration between 15 institutions.
Budget $0.00
Short Term Success Efforts in these areas will alleviate near-term budget limitations through staff collaboration and cost-sharing, as well as establish new relationships, strengthen existing connections and attract publicity for new and innovative programs. Partnerships also may create new revenue streams and expand the Valentine’s profile among the corporate and foundation communities.
Long Term Success Successful community outreach and partnerships will greatly assist the Valentine in its efforts to grow its constituency to include diverse groups (ethnic, age, geographical, etc.), increase awareness both locally and nationally and solidify future financial support. In the broader view, these programs will improve the quality of life in the region and make the area more attractive for tourists.
By providing a more direct experience of the history of Richmond and its neighborhoods, Historic Richmond Tours will extend the Valentine's commitment to lifelong learning and establish links among historic sites for visitors. These include adult and youth walking tours, adult and youth bus tours, dog-friendly tours, and biking tours led by master guides. Moreover, Historic Richmond Tours serve a community resource for joint programming and partnerships for Richmond historic cultural sites through our development and management. The goal of Historic Richmond Tours is to share Richmond’s history in a non-traditional way, allowing visitors to experience it outside of the four walls of the institution.
Budget $0.00
Short Term Success The tour program has been developed in a way that offers a diverse public season and customized school and group tours that reflect the individual needs of classroom teachers or tour organizers. This has led to full tours and an expansion of tour offerings of about 350 tour dates.
Long Term Success
The Valentine offers a variety of guided tours that explore the rich, diverse history of Richmond. The 2016 season begins in March and runs through December, ending with an early evening walking tour "Holiday Glitter." The tour season has expanded to include almost 350 tour dates. Many of these include partnerships and joint ventures with organizations like the National Parks Service, the SPCA, and the Library of Virginia. 
Description By offering guided experiences using objects and places, the School and Youth Programs will expand students’ understanding of past cultures, supplement Virginia Standards of Learning, develop visual and analytical skills, and formulate authentic connections between the past and the present.  These experiences include in-house and outreach school programs, multimedia programs, online resources, and community resources for program development with Richmond-based historic sites, such as the Hollywood Cemetery and Capitol Square.
Budget $0.00
Short Term Success Short-term successes would include increasing attendance of middle & high school students through addition of multi-media outreach program on 20th century history themes, improving student knowledge of Richmond history through hands-on programs, stimulating student interest in learning history, and increasing overall student attendance through delivering developmentally valid object-based history educational opportunities.
Long Term Success Long-term successes would include improving student historical literacy by involving them in interactive programming, offering instructional support for Virginia Standards of Learning through standards-based programming, and providing students with framework to help them develop cultural link to community.

The Valentine has the largest and most comprehensive collection of primary source material for interpreting the life and history of Richmond. The collection of objects aids in the understanding of Richmond history and relates to the city’s different populations and regions. The collection encompasses over 1.7 million photograph, prints, manuscripts, ephemera, furniture, industrial artifacts, costumes, textiles, decorative and fine arts, as well as the 1812 Wickham House and the Edward V. Valentine Sculpture Studio. Preservation for future generations and use of the collection for in-house and online exhibitions, programs and researchers (residents, scholars, students) is a service and benefit offered by the Valentine to the community. Public access to the collection is through an online database or scheduled research appointments on subjects related to Richmond as well as other broad topics related to southern and urban history. 

Budget $0.00
Short Term Success

Successes for the collection include acquisition of archival, photographic and three-dimensional materials documenting 20th and 21st century Richmond topics with accompanying resources to manage their preservation, care and use; improved access to the collection through increased release of collection material through online database; additional research hours for onsite collection access; and expanded collection holdings on Richmond topics of high research value.

Long Term Success

The long-term success is the use of the collection as a tool to aid in achieving greater historical literacy among adults and students. Through the use of current holdings and the acquisition of new collection materials for exhibitions and adult, youth and school programs, the community can become more engaged in their community by learning about its past. Use of the collection for research in scholarly publications and media productions will place Richmond within the context of our national story.


Experiencing Richmond history within the context of our state and national story is the goal of The Valentine’s exhibition program. The Valentine uses its comprehensive collection to develop long-term, changing and traveling exhibitions on Richmond’s history. The core exhibition, This Is Richmond, Virginia, offers an overview of the city’s history conveyed through artifacts that tell stories supporting five themes that communicate the community's larger history, while changing galleries offer temporary exhibitions topics such as Edith Shelton's Richmond and A Chicken in Every Plot. Programming for youth and adults accompanies exhibitions, and school programs utilize galleries and artifacts for learning opportunities. Future exhibitions will continue to draw on contemporary themes and the extensive array of artifacts in the collection that illustrate Richmond’s history.

Budget $0.00
Short Term Success

Successes include increased new and repeat visitation to the History Center both for exhibitions and associated programming, as well as donation of artifacts to the collection related to the history of Richmond. 

Long Term Success

Long-term successes include increased historical literacy among adults and students, increased awareness that knowledge of Richmond’s history can inform decisions made today, growth of collection related to contemporary topics and the city’s diverse population to be used in future exhibitions and programming, and increased attendance at exhibitions and programs.  

Fiscal Year
Projected Revenue $2,065,034.00
Projected Expenses $2,065,034.00
Endowment Value $5,714,328.00
Spending Policy Percentage
Percentage (if selected) 4.5
Form 990s
IRS Letter of Exemption
Detailed Financials
Revenue SourcesHelpThe financial analysis involves a comparison of the IRS Form 990 and the audit report (when available) and revenue sources may not sum to total based on reconciliation differences. Revenue from foundations and corporations may include individual contributions when not itemized separately.
Fiscal Year201620152014
Foundation and
Corporation Contributions
Government Contributions$50,122$49,711$0
Individual Contributions$1,622,649$4,398,103$3,536,955
Investment Income, Net of Losses($45,471)$411,383$1,485,874
Membership Dues------
Special Events$117,067$39,378--
Revenue In-Kind$152,785$388,892--
Expense Allocation
Fiscal Year201620152014
Program Expense$2,016,902$1,729,675$1,316,547
Administration Expense$498,340$448,915$405,315
Fundraising Expense$262,016$253,867$236,682
Payments to Affiliates------
Total Revenue/Total Expenses0.852.352.71
Program Expense/Total Expenses73%71%67%
Fundraising Expense/Contributed Revenue15%6%7%
Assets and Liabilities
Fiscal Year201620152014
Total Assets$23,351,911$23,796,916$20,695,253
Current Assets$721,551$1,727,039$4,400,415
Long-Term Liabilities$0$0$0
Current Liabilities$191,132$228,689$421,827
Total Net Assets$23,160,779$23,568,227$20,273,426
Short Term Solvency
Fiscal Year201620152014
Current Ratio: Current Assets/Current Liabilities3.787.5510.43
Long Term Solvency
Fiscal Year201620152014
Long-Term Liabilities/Total Assets0%0%0%
Capital Campaign
Currently in a Capital Campaign? Yes
Campaign Purpose The Valentine's Second Century Campaign includes designations for endowment, unrestricted, and capital improvements which include reformatting our gallery and lobby spaces and the addition of a new, comprehensive, permanent exhibition on the history of Richmond.
Goal $8,626,671.00
Dates July 2009 to June 2015
Amount Raised To Date $5,402,078.00
Capital Campaign Anticipated in Next 5 Years? Yes
State Charitable Solicitaions Permit
Solicitations Permit
Solicitation Permit through 11/2017View
Organization Comments
In order to ensure the long term viability of the Valentine, our goal of a $10,000,000 endowment needs to be met.  With this increase in endowment, we can rely on one-third of our annual financial needs coming from this source.  (the other goals of generating one-third from annual giving and earned income have already been met.)
The current economic environment has created new challenges in that major state budget cuts and corporate participation makes long-term planning and forecasting difficult.
Foundation Comments
  • Revenue from "Individuals" also includes corporate and foundation support, and may also include support from government agencies.